From eBay with love: How research helped put the sparkle on eBay's Christmas planning
Summary
After Christmas 2011, eBay recognised it was lagging behind competitors at Christmas. Shoppers were going elsewhere in the last few shopping days, largely due to nervousness about delivery and returns. In response, eBay developed a new approach to seasonal trading, at the heart of which were 'Super Sundays'; a series of time-limited deal based promotions.
In a fast paced business such as eBay's, traditional research techniques struggle to "keep up" as stakeholders are drawn, despite limitations,...